At the Institute of Food Technologists conference in Chicago, participants from various sectors of food science, policy, regulation, and manufacturing were excitedly discussing cannabis-infused foods. This enthusiasm reflects the gradual integration of the marijuana market with the food industry—a merging trend that has led to substantial investments and acquisitions in the beer sector, along with a rising curiosity from mainstream consumers who have never previously engaged with cannabis. In 2014, CEO Justin Singer established Stillwater Brands in Colorado to address the needs of first-time consumers and to exploit what he sees as a profitable niche in the cannabis market for “microdose” food items.
In June 2016, Justin and his team launched a range of powdered teas containing THC and cannabidiol (CBD) at levels between 2.5 to 5 milligrams per serving, promoting the tagline “Smoke-free. Calorie-free. Judgment-free.” By December of that year, they introduced the Ripple line of dissolvable THC products that consumers can incorporate into their home recipes. In 2017, the company expanded its offerings with a powdered coffee product called Clockwork Coffee. Following inquiries from food manufacturers earlier this year about experimenting with the ingredient, Singer initiated the supplier division of the company, Stillwater Ingredients. Currently, the company boasts a run-rate of $3.5 million, collaborates with manufacturers nationwide, sells Ripple products in 225 dispensaries across Colorado, and is seeing its CBD products gain traction in natural grocery outlets.
At the IFT conference, Singer discussed Stillwater’s expansion, the company’s commitment to clean labeling to differentiate itself from competitors, and his belief that cannabinoids could become the next significant trend in functional foods. When asked about the inspiration behind his company, Singer shared that the idea emerged from observing a gap in the market for individuals seeking wellness rather than intoxication. This realization became clearer when his grandmother—a woman in her 90s with diabetes—requested a pot brownie, as she simply wanted relief from sleepless nights.
Singer recounted the challenges they faced in finding appropriate products, noting that the only option available was a 100-milligram brownie, which was far too potent. To address this, he portioned it into 20 pieces and advised her on how to consume it, but she ended up frightened and never used it. This experience highlighted the demand for microdosed foods aimed at general wellness rather than intoxication. Singer believes cannabinoids can emerge as a new category of functional ingredients, akin to probiotics and omega-3s, particularly due to CBD’s non-psychoactive nature and its various wellness benefits.
When discussing consumer hesitancy, Singer acknowledged that the unpredictability of THC experiences poses a significant barrier to reaching mainstream consumers. He emphasized that introducing products with lower doses, such as their 2.5-milligram THC options, could help ease concerns. He criticized the common 10-milligram standard dose set by some states as too strong for newcomers.
To combat stigma, Singer stressed the importance of presenting cannabis in familiar formats, which allow consumers to explore its benefits without labeling themselves as drug users. In this regard, tea products in low doses can provide a relaxing effect similar to caffeine, making it easier for consumers to try without the fear associated with traditional cannabis consumption.
Regarding the uniqueness of Stillwater’s offerings, Singer highlighted their water-soluble technology that allows for the creation of Ripple, a product that is odorless, flavorless, and quickly absorbed by the body. Users can feel the effects of their products much faster than traditional edibles, with initial onset occurring within 15 minutes.
Singer discussed their funding journey, which began with personal connections and has since expanded to include investors from the venture capital and CPG food sectors. He emphasized that cannabis should be viewed as a subsector of the food industry rather than a standalone market.
In terms of product distribution, Singer noted that THC products are sold exclusively in Colorado dispensaries, which often struggle with product visibility and proper training for staff. However, their CBD products are gaining traction in broader markets, including natural grocery stores and gym chains.
While considering the future of their products and potential online sales, Singer expressed a preference for maintaining a clear regulatory path, citing challenges with logistics and transaction processing in the current environment. He reiterated the importance of quality and consistency over sensationalized claims about cannabis benefits.
As for the growing interest in cannabis ingredients within the beer industry, Singer acknowledged the challenges of integrating these compounds into fermented beverages. He sees the wellness aspect of cannabinoids as a much larger market than the intoxication side, particularly for products aimed at alleviating everyday discomforts, sleep issues, and anxiety.
Despite the promising potential, Singer highlighted significant challenges within the industry, including a lack of professionalism and the risk of overpromising CBD’s capabilities. He cautioned against making exaggerated claims while remaining optimistic about the future scientific validation of cannabinoids.
Incorporating discussions about wellness, it’s interesting to consider whether certain ingredients like calcium citrate can enhance sleep quality. As consumers increasingly seek natural solutions for sleep issues, aligning products with well-researched benefits could be key in driving acceptance and market growth.